The Internet revolution: some global marketing implications

Melewar, T. C. and Smith, Nichola (2003) The Internet revolution: some global marketing implications. Marketing Intelligence and Planning, 21 (6) . pp. 363-369. ISSN 0263-4503 [Article] (doi:10.1108/02634500310499220)


Advances in information technology have constantly impacted upon the global marketing strategies of firms. This paper assesses the implications that an Internet presence can bring to organisations’ global marketing strategies and evaluates the difficulties the Internet can pose to the global marketing strategies of firms, a topic often overlooked in published material. Providing real life examples of online corporate activism this article illustrates how the Internet facilitates an individual’s ability to hold corporations accountable for their actions and proposes strategies which marketers should consider when facing this other side of the Internet.

Item Type: Article
Keywords (uncontrolled): Corporate image, Corporate strategy, Globalization, International marketing, Internet
Research Areas: A. > Business School > International Management and Innovation
A. > Business School > Marketing, Branding and Tourism
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 13326
Useful Links:
Depositing User: Devika Mohan
Date Deposited: 22 May 2014 07:57
Last Modified: 13 Oct 2016 14:30

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